AdWords is such an effective marketing tool for advertisers that even Google uses AdWords search marketing campaigns on Google for search products such as iGoogle, Google Maps, and mobile products as well as for specific issues in order to provide information to users.
"We manage our advertising campaigns according to same principles as any other advertiser. We look closely at budgets, managing spend against CPC and CPA (cost-per-acquisition). Like more than a million other businesses, we believe in the value of online marketing to connect with web users.
House ads are a common industry practice. Newspapers show ads in their pages with information on how to subscribe. Television stations show ads to promote different programs that're on the same channel or other channels owned by the same parent company. And search engines commonly use ads to inform and educate users about services they provide," explains Google.